Joyce’s story: bringing custom wigs to women everywhere

Joyce Ndungu was passionate about working with hair. When she noticed a gap in the market for custom wigs, she decided to build her own wig brand, Nywelewigs Company, which offers wigs that are tailored specifically to individual women’s needs and preferences. By harnessing the power of digital marketing, e-commerce, and social media, she’s reaching clients in new markets and taking her business to the next level.

“My name is Joyce Ndungu, and I am the founder of Nywelewigs Company, where we specialise in custom-made wigs and hair solutions. What began as a passion has evolved into a business that empowers women, instils confidence in our clients, and creates meaningful employment opportunities. 

I have always loved working with hair. Even back in high school, I found myself styling friends’ hair, which later led me to study hairdressing at college and earn a diploma. I eventually ran a salon, but I soon noticed a growing gap in the market for wigs, especially customised wigs that met individual preferences. That gap inspired me to start Nywelewigs, a company that focuses on providing women with options tailored specifically to their needs, rather than offering only ready-made products. 

Starting and running my own business has been both fulfilling and challenging. Like many women entrepreneurs, I have faced barriers to financial access. It is not always easy to get a loan or sponsorship to grow the business, and even when you want to employ others, resources are often too limited to pay them well. Market access has also been a struggle. From the beginning, I dreamed of selling in big malls and eventually outside Kenya, but reaching those higher-level markets felt out of reach. 

When I joined the Road to Markets programme, it was a turning point. I was eager not just to expand but also to learn how to manage my business more effectively. The training on digital marketing and e-commerce was particularly valuable. Before, I had little idea how to use platforms like TikTok or Facebook Ads effectively. Now, I use influencer collaborations, targeted ads, and consistent posting to reach both local and international customers. 

The impact has been tremendous. Today, Nywelewigs ships products to the United States, Europe, Tanzania, and Uganda, something I could never have imagined when I started. E-commerce has allowed me to manage logistics more professionally, and DHL has been an essential partner in ensuring smooth deliveries abroad. Internet access has become the backbone of my business; almost 90% of our sales now come through online platforms. I’ve even built a disciplined posting routine, with three posts a day across platforms to cater to different time zones, ensuring we reach global clients effectively. 

Beyond business growth, this journey has been about empowerment. My dream is to employ more women, train them, and one day even open a school where women can learn the art of wig-making and hairstyling. Supporting women matters deeply to me. I believe when you empower one woman, you uplift entire communities. Many women don’t realise how far their talent can take them until someone supports and believes in them. 

I am grateful to the Cherie Blair Foundation for creating this platform and to the Road to Market programme, which gave me the skills and confidence to expand globally. I am also thankful for the chance to train women in Northern Kenya, an experience that allowed me to inspire others while learning from them in return. 

At Nywelewigs, what sets us apart is our customisation. We don’t just sell ready-made wigs: we create pieces tailored to how each woman wants to look and feel. For me, this business is not only about beauty, but also about empowerment, confidence, and the ripple effect of inspiring others.”